The Brand: 

Heineken embraces and celebrates the world's diversity in 192 countries through clever communication, partnerships, and social experiences. Heineken is the international beer of choice. 

The Ask: 

Develop a Heineken brand experience that stands out from the crowd, encourages audiences to forge new connections, and fosters cultural connections that transcend boundaries and borders, promoting a more vibrant world and inspiring unity and happiness.

The Cultural truth: 

People are more disconnected than ever before. The pandemic has exacerbated social divisions and heightened tensions, resulting in growing feelings of frustration and disillusionment with society as a whole. The pandemic separated people physically and emotionally. 

Insight: 

People are apprehensive when it comes to socializing but recognize their dire need for it.

Stepping out of our bubbles and comfort zones can be challenging. We often don’t know where to start.

Strategy: 

Provide people with the means to start deeper conversations and open up while enjoying a Heineken beverage.

Opportunity: 

By partnering with the card game We're Not Really Strangers to host a Pop-Up Bar, Heineken can offer a fresh experience to socialize without feeling the pressure to inspire a conversation. 

Creative Idea: 

Brewing Connections

Pop-Up Aspects:

An inviting area for people to feel comfortable to connect with one another.

Napkins with Logos and Coasters with Questions

Heineken x We're Not Really Strangers beer glasses and bottles with specialty logos will be served at the event. The labels have questions from the card game that initiate conversation.

Event special Heineken x We're Not Really Strangers pack with a playing card QR code for a redeemable coupon for a free 6-pack of Heineken on us.

Instagram Executions